Britannia Cheese launches TVC campaign on good quality protein consumption

Britannia Industries Limited, India’s largest Bakery Foods Company & second largest Dairy Company, recently launched a new TVC for Britannia Cheese that talks about its protein rich nutritional qualities. Proteins are by far one of the most important macro nutrients that should be part of a healthy diet. As shown by various studies, India has been facing a protein deficiency over the recent years, across consumer groups. A study by ICMR in 2020 showed that four out of five Indians don’t consume the recommended amount of good quality protein. Britannia, through the new campaign aims to raise awareness about the role of Britannia Cheese as part of children’s nutrition.

Made with the goodness of cow’s milk Britannia Cheese, has alwaysbeen known for its delicious cheesy taste. Cow’s Milk is also known to have the highest quality of protein amongst vegetarian sources. The brand thus aims to encourage Indian parents to include Britannia Cheese as a rich and delicious source of good quality protein as part of their children’s diet.

Just two slices of Britannia Cheese have as much protein as in a glass of cow’s milk or in 35g of paneer and can play in a meaningful role in bridging the daily protein requirements for Indian families. Not just slices, Britannia Cheese is also offered in other suitable formats like cubes, blocks, and spreads.

Commenting on the campaign launch, Mr. Abhishek Sinha, VP Dairy Business, Britannia Industries Limited, said, “At Britannia, we have always ensured that our products carry both excitement and goodness for our consumers. Today, the amount of protein consumed by Indians falls below the required benchmark and that’s where we come in with the new proposition. Our endeavor is to educate and increase the protein intake among young India and be a strong culinary ally. Made with the goodness of cow’s milk, Britannia Cheese is an important and a delightful source of protein that parents can include in their households.”

Speaking on the film, Mr.Sanjeev Singhai, Director India, Buchanan Group, said  “This is the first project opportunity with Britannia and that too an interesting one on the evolving category with Britannia Cheese. In India people believe all proteins are good and same irrespective of its source and really don’t differentiate much between the quality of various sources. Through our advocacy-based advertising tool Brand Power, it was our attempt to educate consumers on how including Britannia Cheese in the daily diet is an easy and convenient way to help supplement need of high-quality proteins. We look forward to continue co-creating credible and engaging consumer content around Britannia brands helping drive add-on trials and brand growth.”